Watch Apple's iPad Mini Video

Here’s Apple’s video breakdown of its new iPad Mini. It’s all the stuff you expect from an Apple video — white backgrounds, impressive engineering details, Jony Ive– and gives you a pretty up close look at the new tablet.

This time around, the engineering isn’t as impressively explains as in the iPhone 5 version, but it’s probably safe to believe Ive and hardware SVP Dan Riccio when they say it was really damn hard to build. So while you won’t get an idea of what the lower-res-than-the-Kindle-Fire-HD display actually looks like from the video, you can check out the new design, and other stuff like the new Smart Covers.

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I get the feeling Apple is more "testing the water" with this product than throwing everything they have at it. Were it to really sell then perhaps the next iteration we'd see retina display etc. But Apple aren't first to the 7" tablet market so it will be interesting to see how this product fairs. Even without the retina display it still packs all the features of an iPad. Is that enough to justify the price remains to be seen.

''Our goal was to take all the amazing things that you can do with a full size iPad, but pack them into a product that's so much smaller.''

And

''If all that we had done was take the original iPad, and just reduce it, all that you would be aware of, was everything that was just missing. There is inherent loss in just reducing a product in size. We went back to the very beginning, and went back in time, to design a product that was a CONCENTRATION of - not a reduction of - the original.''